Campaign Goaling

  • Article

Campaign goaling is the process of specifying the number of ads to deliver (the goal) in a certain amount of time. You can goal by clicks on an ad or by requests for an ad. You can goal campaigns at the campaign level or at the ad level.

  • Campaign level goaling applies the goals to all of the campaign items (ads) in the campaign by using a weighted distribution of the total number of requests.

    For example, say you perform goaling at the campaign level for a customer. The customer gives you two ads, and orders 25,000 ad requests. At the campaign level, one ad is set up to display 60 percent of the ad requests, and the other ad is set to display 40 percent of the ad requests. If the customer changes the number of ad requests, for example, to 40,000, you do not have to manually change the number of times the ads are to appear; they are still 60 percent and 40 percent.

  • Ad level goaling applies the goals at the campaign item level. The total requests for the campaign will be equal to the total number of ordered requests for each campaign item. For example, a customer might order 50,000 requests to be delivered in one month. The ad item must be delivered 50,000 times.

You can switch between campaign level goaling and ad level goaling. Campaign level goaling determines how the weights for the ads will be calculated. For example, in Campaign Manager, you can goal at the campaign level and assign each campaign item a weight of 1. Later, you can change the goaling to advertising level goaling and order additional ad requests for one of your campaign items. The total quantity ordered for the campaign now has additional ad requests.

If you add an additional ad to a campaign that has been converted from advertising level goaling to campaign level goaling, the paid weight of all the ads must be changed or the delivery of the ads will be skewed. For information about switching between campaign level goaling and advertisement level goaling, see Changing between Campaign Goaling and Advertising Item Goaling.

See Also

Using Campaigns in Web Site Management

Campaign Structure

Reference Tables for Campaigns

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